The Ask
B2B software company promote their products and services through websites. They usually have a “call to action” page for interested people to contact the company for demo or further information about the products and services. I want to understand better how they structure their website to hook potential customers and lead them all the way down to contact the company for further business cooperation.
Exploration
I analyzed the structure of 17 different B2B software company websites, and then picked out the one which have a convergent path leading to the “call to action page”.
I categorized the essential pages for those website that have a convergent path, then answered three questions for each of the pages on each website. In this way, I can have a general concept about how can they achieve specific purposes for each page.
I picked three websites which I think did the best job and drew out the structure in detail. I want to learn how to guide all the information and resources to a “call to action” page.
What’s also very important to the website is the content. Usually the services those B2B software company provide are rich and complicated. It is hard to explain everything clear and neat all in once. They have to give out just a little bit of information as candy to hook the viewers’ interest, and then give a bit more as they scroll down the page or click to the next page. I call this “Information Pyramid”. Each time we go to a website, we enter from the top of the pyramid, starting with the general introductions. As we keep going down, we will have the freedom to choose different directions to dive deep base on our own interest.
